Computer Assisted Dialing: What will it do for you? What will it do - PowerPoint PPT Presentation

Computer Assisted Dialing: What will it do for you? What will it do for you? Sil Silence RDD RDD Dan J. Bernard Marketing Systems Group Marketing Systems Group (AKA Genesys Sampling) 11th International Blaise Users Conference

Is it time? � C � Computer assisted dialing has been t i t d di li h b used for many years in market research. research � Quality, as well as productivity, has been an observed outcome been an observed outcome. � Organizations such as NORC have validated use in social research validated use in social research. 11th International Blaise Users Conference

What WILL it do for you? � P � Productivity d ti it � Quality � … but how does it work? 11th International Blaise Users Conference

What are the basics? � L � Leave case management to the CATI t t th CATI system. � Dialable numbers are sent from the � Di l bl b t f th CATI system to the dialer. � Th � The dialer dials and then com- di l di l d h municates with the CATI system. 11th International Blaise Users Conference

Methods of dialing: � A t � Auto: Like a dumb modem Lik d b d � Preview: Study the call history � Power: Auto detect certain dispositions � Predictive: Intelligent dialing � Hybrid: Combining Preview and y g Predictive 11th International Blaise Users Conference

What else can be done? � Replace need for PBX � Replace need for PBX � Tool for call center decentralization � Improved quality control � Improved quality control � Remote audio monitoring � Audio recording: Part or all � A di di P t ll � Call routing � I t � Interviewer/ productivity management i / d ti it t � Facilities management 11th International Blaise Users Conference

OK, how does it work? � Oft � Often PC based hardware PC b d h d � T’s plug in � Telephones plug in � Dialer communicates with CATI server � Again, CATI manages the sample 11th International Blaise Users Conference

What is heard by interviewer? � P � Power Mode M d � Predictive Mode 11th International Blaise Users Conference

… but the STORIES I hear! � R � Research dialing is very different from h di li i diff t f telemarketing � Sample f ame � Sample frame � High response rate � Respondent abuse � Respondent abuse � Careful management of abandoned calls 11th International Blaise Users Conference

What research is doing different: � W � We know about telephone numbers k b t t l h b � We pay attention to call history � Probability of connection vs “call end” � Can offer “near zero” abandonment � Answering machine detection discouraged g 11th International Blaise Users Conference

Beyond productivity – the improved environment � I � Improved interviewer retention d i t i t ti � Job more desirable � Provides discipline � Job satisfaction � A few other things: � Consistent dialing technique g q � Accurate call result disposition � Lets supervisor work with interviewers 11th International Blaise Users Conference

Social Research is different… … and therefore can’t use dialers?! � L � Length of interview th f i t i � Number of dialings � NORC, et. al. have legitimized computer assisted dialing 11th International Blaise Users Conference

Are dialers expensive? � ROI < � ROI < one year � Need fewer interviewers � Improves project quality 11th International Blaise Users Conference

This morning… � � … Dr. Groves said, “… D G id “ expense of a f study is a significant problem today… ” � … but we’re not forgetting about quality. 11th International Blaise Users Conference

Q & A � Wh t � What other myths can we dispel? th th di l? 11th International Blaise Users Conference